Strategy Analytics: BlackBerry 10 is Just the Start of BlackBerry's Comeback
BlackBerry has lost its momentum over the last 10 quarters - today it turned
BOSTON -- January 31, 2013
On January 30^th RIM unveiled BlackBerry 10 offering new hardware, new
software, new app partnerships and new enterprise functionality to better
compete with Apple, Samsung, and a revamped Nokia. The Z10 and BlackBerry 10
will appeal to core BlackBerry loyalists while earning a second look from
those that have abandoned the platform over the last two plus years.
The Strategy Analytics report, “Research no longer in Motion as BlackBerry
jams on” predicts modest short term success for the new BlackBerry platform
while providing a strong foundation for long term growth.
BlackBerry has struggled over the last two and a half years experiencing near
constant revenue, shipment and ASP growth declines during that period. In
addition, the platform has been lapped in the apps race by everyone including
late starter Windows Phone. However, the launch of BlackBerry 10 is a new
beginning expected to stem revenue declines during the year and re-introduce
the world to BlackBerry.
Kevin Burden, Research Director said “Blackberry 10 is now the newest mobile
platform on the market and gives Blackberry the opportunity to attract users
who are feeling the fatigue set-in from five year old platforms like iOS and
Josh Martin, Research Director said “BlackBerry’s success in wooing major and
independent app developers is an important first step in establishing the
BlackBerry brand with app-hungry consumers but long term support and growth
are critical to rebuilding the brand.”
David Kerr, Vice President added "the BB10 OS is something different while the
touch experience is at long last at least on parity with Android and Windows
devices in general. In terms of shelf space and mindshare, retailers may well
be relieved to have something else to offer at a time when there is no new
shiny Apple device even if Apple fatigue is far from setting in in our
Neil Mawston, Research Director said "BB10 is an impressive first effort but
all first generation OS take time to ramp. We should judge BB10 in Q4 2013 for
western markets and Q1 2014 for eastern markets."
About Strategy Analytics
Strategy Analytics, Inc. provides the competitive edge with advisory services,
consulting and actionable market intelligence for emerging technology, mobile
and wireless, digital consumer and automotive electronics companies. With
offices in North America, Europe and Asia, Strategy Analytics delivers
insights for enterprise success. www.StrategyAnalytics.com
Josh Martin, +1 617-614-0700
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